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MARKETING THE TIMES 100 BUSINESS CASE STUDIES Planning effective marketing strategies for a target audience adidas Introduction Since it was established in Germany in 1949, by Adolfas adidas has been synonymous with the sporting industry. Today adidas is a global public company and is one of the largest sports brands in the world. It is a household brand name with its three stripes logo recognised in markets across the world ment The company's product portfolo is vast, ranging from state-of-the- art sports footwear and clothing to accessories such as bags watches, eyewear and other sports-related goods and Employing over 46,000 people worldwide, the adidas Group consists of around 170 subsidiaries including Rabok TaylorMade-adidas Got Rockport and CCM-Hockey The Group's headquarters are in Herzogenaurach, Germany in the second quarter of 2013 the Group's revenue was 3.383 The adidas brand is built on a passion for sports excellence and innovative design to help athletes perform to the best of the ability It is therefore no surprise that adidas has supported many conc athletes to achieve great things at the Olympic Games in the UK adidas has partnered and suppled Team GB since 1984. The company's hertage with the Olympic Games dates back to the Games in Amsterdam in 1928 when adidas running shoes we debuted Footwear and clothing by adidas has been seen on athletes at every Olympic Games since in fact, al Brish meda winning athletes at the last 8 Olympic Games wore addin products The are countess historic sporting achievements that have taken place in adidas products. These include Jesse Owens 4 gold medals in Berlin 1936 Ca Mau Clay Muhammad Al taking gold in the boxing heavyweight division at Rome 1960. Dick Fosbury's revolutionary new back first high jump technique Mexico 1968, known as the Fosbury Flop Gym Nadia Comaneci's perfect 10 at Montreal 1976 This case study demonstrates how adidas used innovative marketing strategies in its sponsorship deal with the London 2012 Olympic Games to engage with young consumers in the UK and The marketing mix For most organisations the marketing function is vital for survival The Chartered in of Marketing defines marketing an Marketing the management process responsible for inting antipating and ang consumer potabl This doutes the key purposes of the marketing function to compete in a competitive marketplace to identity and anticipate consumer requments and then study these ruments to make a prof As a montated organisation addas continuously identifies and is consument needs to ensure its products meet these needs t aims to exceed customer expectations by adapting its product portfolo to meet the changing needs of consumers t this focus on its customers, teamed with product and marketing innovation, that plays a key role in adidas success. Curriculum topics covered: The marketing mix-Marketing strategies Sponsorship Measuring a promotional campaign